Priya to expand capacity, ropes in Ashish Nehra for brand promo

Priya Food Products Ltd, a Kolkata-based biscuit manufacturer, is planning to expand production capacity at its plants soon. The company has also decided to rev up its advertising and promotion campaigns by featuring Indian cricketer Ashish Nehra.

The Rs 50-crore Priya Food, which also introduced cookies in the market recently, has three plants in West Bengal with a combined capacity of 50 tonne a day. The company’s ad-budget is about Rs two crore.

According to GP Agarwal, chairman, Priya Foods, production will soon be raised to 80 tonne a day. The company is also bringing in new machinery at the plants. "We will be investing Rs 10 crore for expanding the production capacity at our plants here," Mr Agarwal said.

Priya Food, which has a strong presence in the east, is also planning to expand its operations in other parts of the country. "Currently, we are focusing on the eastern market where Britannia is our major competitor. Once we have completed our network here, we plan to go national," Mr Agarwal said.